Positioning and Messaging
Deciding what a product is for, and writing the sentence that says it.
- Courses
- 9
- Hours
- 12
- Modules
- 4
Most positioning work fails because it tries to keep everyone. The path starts from the opposite end: who are you willing to lose.
Assessed on one sentence and the page it sits on, marked on specificity rather than on polish.
The sequence
Modules unlock in order. You finish one before the next opens, which is the point of a path rather than a playlist.
-
01
Who it is not for
The decision that makes every later decision easier.
-
02
The value metric
What the customer is actually buying, in their words.
-
03
One sentence
Drafting, cutting and testing the line the whole company repeats.
-
04
Carrying it through
Keeping the message intact from the advert to the onboarding email.
What you can do afterwards
The assessment checks these directly, against a rubric published before you start.
Before you start None.
- Name the audience you are giving up.
- Write a positioning sentence that survives being read aloud.
- Audit a funnel for the point where the message changes.